Schmackos creates encyclopaedia of dog tricks

Dog food brand Schmackos has launched a campaign to call on its users to build a database of the best dog tricks.

Trickopedia, created by DDB Group Melbourne, aims to build an encyclopaedia of ‘wacko’ dog tricks, created by dog-owners uploading their dog’s tricks.

The digital-only campaign will also run as a competition with the best captions on images in the running to win $5,000.

Emily Dowling, marketing manager care & treats said: “Trickopedia capitalises on two things we already know – that people love to talk about their dogs and dogs love SHMACKOS, so we loved the idea when DDB presented it to us.”

Oliver Lynch, DDB Group Melbourne managing partner said: “With a proven track record on TV it’s great to take this iconic brand into a new space. And by leveraging an existing online behaviour, we’ve found a way to hit that digital sweet spot with a campaign that will deliver high involvement and reach.”

The execution has extended to the brand’s Facebook page.


Agency: DDB Group Melbourne
Brendon Guthrie & Tim Holmes,
Creative Directors Steve Skekovski,
Creative Director Robbie Brammall & Ant Hatton,
Creative Team Jono Yuen, Ben Cooper Io Hristodoulou & Rachel Chiao,
Designers Lucy Watson & Sarah Tonner,
Producers Oliver Lynch, Managing Partner Steph Luxmoore,
Senior Account Manager Ella Huang, Account Executive

Emily Dowling, Marketing Manager, Care & Treats
Libby Mattner, Brand Manager, Care & Treats Sarah Green,
Associate Brand Manager, Care & Treats
Mars Information Services

Media: Starcom


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